+1443 776-2705 panelessays@gmail.com

I need help with my assessment on Customer Analytics Case Study. I need it by Friday, 17th December (9 pm ACST). 

The assessment is based on the data set provided. It must be very well written and  requires visualizations done in spotfire/ PowerBI/ excel. Example file has been attached the assessment manual need to be followed thoroughly. It is a 1200 words report. There can't be any plagiarism as it will be checked for plagiarism and I would need the plagiarism check report. Please follow the assessment manual carefully. Referencing must be done properly with a bibliography at the end. Harvard style referencing. Course materials, example file attached. Data set has been attached.

Only those who can actually do it properly message me because if this goes well I will take your help for more assessments. Report must be delivered on time.

DATA4700

Digital Marketing and

Competitive Advantage

Lesson 2

The Digital Marketing Portfolio

1 Understand the importance of positioning in

supporting competitive advantage

2 Be familiar with the Marketing Mix of the 4Ps

3 Identify the different tools included in a digital

marketing portfolio

Lesson Learning Outcomes

2

Review of Lesson 1 1. Key framework #1: the 3 Cs

– Customers

• What are their problems and needs?

– Company

• How can you solve those customers’

problems and needs…

– Competitors

• …better than your competitors can?

2. Key framework #2: STP

– Segmentation

• Using data to divide the market into separate

groups of similar people

– Targeting

• Using data to determine which segment contains

customers whose needs and wants can be met

best in a profitable manner

– Positioning – Lesson 2

3

Key framework #2: STP

Positioning is establishing a unique image:

• in the minds of your target customers

• for your company and your products

• that is completely different your competitors’ image

4

Look at the coloured areas of

the Venn diagram to the left.

Why do you think they are

shaded green, yellow or red?

Key framework #2: STP

Positioning is establishing a unique image:

• in the minds of your target customers

• for your company and your products

• that is completely different your competitors’ image

5https://corporatefinanceinstitute.com/resources/knowledge/strategy/market-positioning/

How are these different

car brands positioned

in the market?

Key framework #2: STP

• What data can companies use to influence customers’

perceptions of car quality?

6

This is another positioning map, for various media channels.

• What characteristics are being used to differentiate these media

channels?

Key framework #2: STP

7https://www.pinterest.pt/pin/502151427201283117/

Consider a product, in any category, that you buy.

1. Why do you buy this brand of product specifically, rather

than another available brand?

2. What characteristics do consumers use to differentiate

between the various brands in this product category?

3. What data do companies collect and use to better

understand those characteristics and how consumers

perceive them?

Discuss in groups of two or three and be prepared to share

your insights with the rest of the class.

Breakout activity: Data and positioning

Breakout activity: Data and positioning

1. Reasons you buy this brand specifically, rather than another:

2. Characteristics that consumers use to differentiate between

various brands:

3. Data that companies collect and use to better understand

these characteristics:

9

Data and the Marketing Mix

Once a product’s positioning has been established, decisions

must be made on how to support that positioning.

• What features should the product have?

• Where do we tell consumers about the

product?

• How do we get the product to consumers?

• How much do we sell the product for?

All of these decisions must be consistent with the product

positioning.

10https://www.digitaltrends.com/mobile/cell-phone-buying-guide/

Key framework #3: The 4 Ps

Once a product’s positioning has been established, it is then

supported by the Marketing Mix, which consists of the 4 Ps:

• Product

– What features should the product have?

• Promotion

– Where do we tell target consumers about

the product?

• Place

– Where do we get the product to these consumers?

• Price

– How much do we sell the product for?

11 https://www.singlegrain.com/marketing/the-4-ps-of-marketing-are-they-still-relevant-today-price-product-

promotion-place/

Key framework #3: The 4 Ps

Collecting and understanding relevant data will drive

evidence-based decision-making that involves questions such

as the following:

Video: Mous iPhone Cases | The Story of Limitless

• What features should the product have?

– How do consumers rate certain product

features?

– What features should we include in the product?

Where do we tell our target consumers about the product?

– Which digital media channels are our target consumers using?

– How often are they clicking on our online ads?

12

Key framework #3: The 4 Ps

Collecting and understanding relevant data will drive

evidence-based decision-making that involves questions such

as the following:

• Where do we get the product to these

consumers?

– How do we use geospatial data to

determine store locations?

– How do we use logistics data to reduce

supply chain costs?

• How much do we sell the product for?

– How much does demand drop if we raise the price?

– How much are consumers willing to pay?

13

Breakout activity: The 4 Ps

Consider again your chosen product from the last breakout activity.

Video: Mous iPhone Cases | The Story of Limitless

1. Which of the product’s features stand out to you? What data

might the company use to support the inclusion of those features?

2. Through which digital channels do you come across

advertisements for the product?

3. What data can be collected from the place you buy the product?

4. What data can be used to understand how to price the product?

Discuss in groups of two or three, and be prepared to share your

insights with the rest of the class.

Class discussion: The 4 Ps

Reminder: write in your worksheets!

1. Stand-out features of the product, and data that the company can

use to support inclusion of those features:

2. Digital channels on which you see advertisements for the product:

3. Data collected from the place you buy the product:

4. Data that can be used to understand how to price the product:

15

Key framework #3: The 4 Ps

In this lesson, we will focus on promotion. The other components

of the Marketing Mix will be addressed in subsequent lessons.

• Product

– What features should the product contain?

• Promotion

– Where do we tell target consumers about

the product?

• Place

– Where do we get the product to these consumers?

• Price

– How much do we sell the product for?

16

Promotion

Promotion refers to communication that influences the target

customer to consider or purchase a product.

There are two main components of promotional activity:

• Message

– what the company wants to tell the

target customer about the product

• Channel

– which outlet is used to communicate that message to the

target customer

17https://www.nationaloutdoormedia.com/billboards/

Promotional channels

In the pre-digital era, promotional channels tended to be

billboards and public transport shelters.

18

https://www.lsainsider.com/clear-channel-using-location-data-to-make-billboards-into-a-hybrid-medium/archives

How much does outdoor advertising cost

Promotional channels

Now, these traditional promotional channels can incorporate

modern digital approaches.

19 http://clearchanneloutdoor.com/products/digital-billboards/

https://www.bellmedia.ca/sales/out-of-home/product/street-furniture/

Video: Adobe EchoSign Digital Sign-off Game

Promotional channels

In present times, the focus of digital marketing is on

connecting with consumers through portable devices.

20

https://blueshift.com/blog/the-value-of-following-consumers-over-multiple-mobile-devices/

The iOS App Marketing Strategy Guide

11 Challenges of Mobile Marketing You Need to Conquer

Use a device you currently have with you to do the following:

1. Identify three digital ads that you come across and choose one.

2. Does the message in the ad seem relevant to you? Why or why not?

3. If the message does seem relevant to you: where might the company

have collected data about you to work out that this message would

be relevant?

4. If the message does not seem relevant to you: how could the

company have more effectively collected data about you to refine the

message sent?

Discuss in groups of two or three, and be prepared to

share your insights with the rest of the class.

Breakout activity:

Promotional channels

Class discussion:

Promotional channels

1. Describe the ad you chose:

2. This ad does (or does not) seem relevant to me because:

3. Where the company collected data about me from to make the

message relevant:

4. The company could have more effectively collected better data

about me by:

22

The digital marketing portfolio

As the previous breakout activity and discussion demonstrated, many

elements come together to enable digital marketing.

The toolkit used to conduct digital marketing can be divided into three

categories:

• Devices

• Platforms

• Media

All three of these categories rely on information gathered through data

collection and analysis regarding how to best deliver relevant

messages to target customers about a company and its products.

23

Slider 1 ITE

https://mitcentralcoast.org/digital-health-hype-or-hope/

https://www.gradybritton.com/uncategorized/what-brands-need-know-digital-media-2018/

The digital marketing portfolio

Devices are the physical tools used for engagement:

• Desktop and laptop computers

• Smartphones

• Tablets

• Televisions

• Wearables

• Gaming devices

• Virtual Home Assistants

These devices provide useful information about where you interact

with companies and their products, and sometimes they provide

personal data about you as well.

24

The digital marketing portfolio

Platforms are the host sites on which companies interact with

customers:

• Google

• LinkedIn

• YouTube

• Facebook

• Instagram

• Twitter

• Snapchat

But also: AccuWeather, Eventbrite, Words with Friends…

Customers access these platforms through the companies’ websites

and apps. These interactions are another important source of data

for companies.

25

The digital marketing portfolio

Media is the format the company’s message is transmitted through:

– E-mail communication

– SMS notifications

– Direct messages

– Search engine optimised ads

– Banner ads

– Video ads

– Social media posts

These various media formats can be classified into three categories:

owned, paid and earned.

• Collecting data on open and click-through rates helps optimise a

companies’ message and channel selection.

26

The digital marketing portfolio

Owned media belongs to the company:

• computer and mobile websites

• social media accounts

• subscriber database

Paid media is purchased by the company:

• ads on non-owned platforms

• affiliate marketing (pay-per-click)

• infomercials (paid content)

• paid influencers

Earned media is made by others for free to benefit the company:

• customer reviews

• social media reposts, likes and shares

• unpaid genuine ambassadors 27

Breakout activity: The digital

marketing portfolio

Consider again the three ads you identified in the last breakout activity.

1. Classify each of your three ads with respect to platform and media type

(both the format and whether the ad was owned, paid or earned media).

2. For one of your ads, try to find a second ad for that same company or

product on a different platform.

3. If you found a second ad: what media type and on which platform was

that second ad? What insight can you draw from that company’s digital

marketing approach?

Discuss in groups of two or three, and be prepared to share your insights

with the rest of the class.

Class discussion: The digital

marketing portfolio

1. Platform and media type of your ads:

2. If you found a second ad for the same company or product

on a different platform, the media type and platform:

3. Insight about the company’s digital marketing approach:

29

Case Studies Companies taking new approaches to digital marketing during COVID-19

• Planet Fitness gyms are streaming live “home work-ins”:

https://www.ktsm.com/news/planet-fitness-closes-until-further-notice-offers-home-

work-ins/

• Chipotle hosting virtual lunch parties with celebrities and giving away free burritos:

https://www.thrillist.com/news/nation/chipotle-together-lunch-parties-zoom

• Uber builds a tool to help its drivers find work at other companies it is partnering

with: https://www.engadget.com/uber-work-hub-us-job-opportunities-141426312.html

Government segmenting the population and targeting certain groups for digital

marketing outreach as part of the Census 2020 count, to overcome traditional in-person

engagement during COVID-19

https://www.latimes.com/socal/daily-pilot/news/story/2020-04-24/tn-dpt-me-census-

covid-20200424

30

Summary of Lesson 2 1. Positioning (from the STP framework)

– Establishing a unique image:

• in the mind of your target customers

• for your company and your products

• that is completely different to the image of your competitors

2. Key framework #3: The 4 Ps of the Marketing Mix support the positioning

– Product: What features should the product have?

– Promotion: Where do we tell target consumers about the product?

– Place: How do we get the product to these consumers?

– Price: How much do we sell the product for?

3. The Digital Marketing Portfolio is used for promotion of your company and products

– Devices

• The physical tools used for engagement

– Platforms

• The host sites on which companies interact with customers

– Media

• The format through which the message is transmitted

• Owned, paid and earned media

31

Key framework #1: The 3 Cs – customers, company and competitors

Key framework #2: STP – segmentation, targeting, positioning

,

DATA4700

Digital Marketing and

Competitive Advantage

Lesson 3

Customer Relationship Management

1 Measure customer churn and understand the

reasons why it occurs

2 Be familiar with analytics techniques to predict

customer churn

3 Implement interventions to prevent customer

churn from happening

4 Understand the relationship between customer

churn and customer relationship management

Lesson Learning Outcomes

Review of Lesson 2 1. Positioning (from the STP framework)

– Establishing a unique image:

• in the mind of your target customers

• for your company and your products

• that is completely different to the image of your competitors

2. Key framework #3: The 4 Ps of the Marketing Mix support the positioning

– Product: What features should the product have?

– Promotion: Where do we tell target consumers about the product?

– Place: How do we get the product to these consumers?

– Price: How much do we sell the product for?

3. The Digital Marketing Portfolio is used for promotion of your company and products

– Devices

• The physical tools used for engagement

– Platforms

• The host sites on which companies interact with customers

– Media

• The format through which the message is transmitted

• Owned, paid and earned media

3

Key framework #1: The 3 Cs – customers, company and competitors

Key framework #2: STP – segmentation, targeting, positioning

Customer churn

Customer churn is a metric of how many customers stop

using your product or service.

• It acts as a useful benchmark to determine whether your

marketing activities are resulting in desired outcomes

• Also known by the terms “customer attrition”, “customer

turnover” and “customer defection” (especially if you are

losing customers to a competitor)

Calculating churn rates

To calculate customer churn rates:

Step 1:

Choose whether you wish to measure number of customers,

sales revenue, or another important business metric (such as

sales profit)

Step 2

Choose your timeframe – this could be measuring:

• current month versus a previous month

• current quarter versus a previous quarter

• current year versus previous year

Example: Calculating churn rates

Customer churn is calculated according to the following formula:

Number of customers lost

Number of customers at start of period

Let’s say that you own an on-demand video subscription service

that features documentaries made by independent filmmakers.

https://variety.com/2018/tv/news/nab-local-tv-broadcast-fake-news-survey-1202747108/

https://www.acsh.org/news/2017/08/18/netflix-last-place-youll-find-pro-science-documentary-11697

Example: Calculating churn rates

Number of customers lost

Number of customers at start of time period

On 31 March, you saw in your database that you had a

total of 4,726 subscribers to your service.

On 30 April, your database revealed that the number of

subscribers had decreased to 4,489.

What is your customer churn rate?

Number of customers lost

Number of customers at start of time period

On 31 March: 4,726 customers

On 30 April: 4,489 customers

Number of customers lost: 4,726 − 4,489 = 237

Number of customers at start of time period (31 March): 4,726

Customer churn rate: 237 divided by 4,726

237 = 0.05 ( 5%)

4,726

Example: Calculating churn rates

The table below shows data from your video subscription service database over

the past six months:

1. Calculate the customer churn rate from end of September to end of October.

2. What other churn rates can you calculate?

Compare your answer for Q1 with a classmate, and then discuss possible

answers for Q2.

Be prepared to share your insights with the rest of the class.

Breakout activity: Calculating churn rates

Month ending No. of subscribers Revenue received

31 May 4,392 $193,248

30 June 4,306 $185,159

31 July 4,187 $177,947

31 August 4,101 $172,160

30 September 3,984 $166,332

31 October 3,905 $161,863

Class discussion: Calculating churn rates

Reminder: write in your worksheets!

1. Customer churn rate from end of September to end of October:

2. Other churn rates that you calculated:

Remember

Step 1: Choose whether you wish to measure number of customers,

sales revenue, or another important business metric.

Step 2: Choose your timeframe.

Customer churn –

why should we care?

Why is customer churn important?

• Reason #1: Difference in revenue generated over time.

The chart below shows the revenue of a company making 0.25%

revenue each month (blue line), compared to what its revenue

would be if it suffered a 5% churn each month (green line).

Source: https://medium.com/

@brooke.land/the-true-cost-of-

churn-3470359cd09

Customer churn –

why should we care?

Why is customer churn important?

• Reason #2: It often costs much

more to recruit new customers

than it does to retain existing

customers.

Sources:

• https://www.forbes.com/sites/jiawertz/2018/09/12/don

t-spend-5-times-more-attracting-new-customers-

nurture-the-existing-ones/#105950015a8e

• https://www.invespcro.com/blog/customer-acquisition-

retention/

Customer churn –

why should we care?

Why is customer churn important?

• Reason #3: Recurring customers tend to spend more.

Source: https://media.bain.com/Images/Value_online_customer_loyalty_you_capture.pdf

Breakout activity: Customer

churn – why should we care?

Watch the following video about market share and competitive advantage.

Video: Investopedia: How Can Companies Increase Market Share?

https://www.investopedia.com/ask/answers/031815/what-strategies-do-companies-

employ-increase-market-share.asp

1. How does customer churn relate to competitive advantage?

2. What benefits do companies get from this competitive advantage?

3. How can you cause your competitors to suffer customer churn?

In other words, how can you attract customers away from your

competitors and towards your company?

Discuss in groups of two or three, and be prepared to

share your insights with the rest of the class.

Class discussion: Customer

churn – why should we care?

Reminder: write in your worksheets!

1. Relationship between customer churn and competitive advantage:

2. Benefits from having a competitive advantage:

3. How to cause your competitors to suffer customer churn:

Using analytics to predict

customer churn

In order for analytics techniques to produce useful insights, companies

must collect pertinent data about their customers, which includes:

• how customers use their products, in current and previous periods

• records from sales and customer service contacts

• what customers are saying about the company and its products, either

publicly through social media or to the company directly (through online

surveys and other customer feedback channels)

What other relevant data might

companies want to collect?

https://www.hgsdigital.com/blogs/customer-data-platform/

Using analytics to predict

customer churn

What analytics techniques are available to predict customer churn?

Machine learning is a popular technique in the area of predictive

analytics to anticipate customer churn.

If the business goal is to recognise subscribing patterns in the customer

data:

• companies have data about which customers renew their

subscriptions (these are retained customers who provide recurring

revenue)

• companies have data about which customers do not renew their

subscriptions (these people form your customer churn)

• algorithms use the data to predict which current customers, based on

their characteristics, will likely stop being future subscribers

Three main areas of data analytics

• Descriptive – summarizing what has happened in the past

• Predictive – anticipating what will happen in the future

• Prescriptive – determining what should happen for an optimal outcome

Machine learning is associated with predictive analytics

Using analytics to predict

customer churn

What analytics techniques are available to predict customer churn?

There are two main machine learning techniques we use to predict

customer churn:

1. Decision tree, which seeks to categorise a current customer as

someone who will continue or not continue subscribing at a future time.

Output: Customer #18752 is classified as a non-subscriber next

month.

2. Logistic regression, which seeks to assign a likelihood that a current

customer will not continue subscribing at a futu